Why are others doing better than you in leveraging marketing? 4 major cases reveal the mystery.

I wonder if advertisers often think about this question: Why do others do holiday marketing better than you? Not only did it generate topics of its own, but it also won applause from the audience?

With so many hot topics and festivals every month, should we advertisers follow them? The editor wants to say, one word: chase!

The editor is well aware of the pain points of marketers , so he has specially found four major cases and summarized several ways to leverage the situation to teach you how to see through "festival marketing ".

Method 1: Special enough

Among the many examples of holiday marketing, most are heartfelt and funny, but few are distinctive enough. The following case is distinctive enough, click on the video below:

In this advertising video, we can see that every frame is like a Song Dynasty fine brush painting. This has a lot to do with the fact that the video uses the parallel perspective method of Chinese painting, which weakens the sense of space in the picture while making the poetry less abrupt when integrated into the painting, revealing a beautiful artistic conception.

Listening carefully to the verses of these narrations, we can also find that these three ci titles hide a lot of tricks: the ci titles not only refer to FOTILE's products, but also allude to the lovely thoughts of girls. For example, "Dielianhua" was chosen because the range hood has a butterfly-wing ring suction plate, "Dianjiangchun" was chosen because fruit is something that is eaten, and "Xiangjianhuan" was chosen because the girl eats delicious food with the person she likes.

Case review:

In terms of form, this method of "recreating Song poetry" and "dynamically reproducing Chinese painting" is indeed very fresh, integrating Chinese culture with product characteristics, which not only revitalizes the charm of traditional Chinese culture, but also maintains the brand tone of Fangtai, while not forgetting to promote the products.

Method 2: Be innovative

In recent years, there has been a sudden craze for advertising songs in the industry, which combines songs with brand promotion, which is quite thoughtful.

Some time ago, an advertising song became popular again in the circle of friends . This new music single, "Say Goodbye Bravely", sung by well-known singers Zhang Yu and Huang Xiaohu, sings a "sad love song" with hoarse voices.

After listening to the song, do you think it is a "sad love song"? Looking closely at the lyrics, this song titled "Say Goodbye Bravely" uses the mood of a broken heart and breakup to depict the heart that is hurt by oil smoke. Regarding this song, the official brand of Fotile range hood stated that inhaling too much oil smoke will cause great damage to the vocal cords, easily making the throat hoarse, and the voice will become hoarse and thick, which can easily lead to the medical term "smoker's voice".

Case review:

In fact, combining it with the product, we can find that the song "Say Goodbye Bravely" is not meant to heal a broken heart, but it hopes that through this song consumers can bravely say goodbye to oil smoke.

Method 3: Reversal

When it comes to surprising ads, ads from Thailand and Japan are the ones that most often go viral on social media. In the era of social media where surprise-turn ads are popular, many excellent advertisements have also appeared in China. The following is enough to reverse it. Click the video below to learn more:

The most influential writer in the world made an advertisement! How much influence does she have? She wrote a famous fairy tale, which was sent into space as the only literary work representing the highest thoughts of mankind, expressing mankind's kindness and highest achievements to unknown creatures in the universe.

When everyone thought everything was magical and this magical woman was legendary, a reversal occurred. It turned out that all of this was just a mother's daydream...

She dreamed that she wrote a fairy tale book that influenced the world and attracted attention, discussion and praise. But just as she was standing on the podium to give her acceptance speech, the dream suddenly woke her up. The podium in front of me turned into a sink, and the book in my hand turned into a bowl full of oil stains. Because she spent all her time washing dishes, she didn't even have time to write the first line of the fairy tale book she dreamed of...

Case review:

The dream is over, but can mom’s dream come true? Fang Taizhen published the book "Mom's Time Machine" with the message: "There is an unfinished book waiting for you to complete it", which was highly recommended by many professionals. Let the "time machine" help you "steal" time. Mom's time machine can not only wash dishes, but also remove pesticide residues from fruits and vegetables, creating time for your dreams.

Method 4: Warm enough

Emotional marketing is still a tried and tested trick for many brands. During last year's New Year, Fotile still used its warm narrative style to tell us: "The most beautiful thing is the reunion dinner", and the New Year's Eve dinner is the most important meal of the year for us, so there is no reason for us not to reunite.

There are also many heartwarming words that touch the hearts of consumers:

Stop writing "blank checks" to the ones you love.

Make up for the meal they owe you during the New Year.

How long have you not had a meal with your parents?

Too many bad checks

Spend the New Year eating and laughing with family

Do you remember the candlelight dinner you promised her?

Life fades, but feelings don't fade

Have a good meal with him/her during the New Year

When was the last time you had dinner with friends?

New Year's talk

We should eat together

Case review:

In reality, it’s because of busy work or many other reasons. We say "next time" too many times to the ones we love: call next time, make an appointment next time, talk about it next time, but "next time" is always far away. We have written too many bad checks, and the bills we owe are getting longer and longer, so our relationships with our relatives, friends, and loved ones are becoming increasingly distant. Based on this insight, as the New Year approaches, Fotile calls on everyone to go home and have a reunion dinner! Warm and caring!